Harley-Davidson LiveWire® Dealer Launch
the situation
Harley-Davidson was introducing its first-ever electric motorcycle—a momentous step for one of the world’s most iconic brands. Unlike previous product launches, LiveWire required dealers to invest in facility upgrades, specialized service capabilities, and EV charging infrastructure. Anticipating resistance from dealers who viewed the motorcycle as a dramatic departure from Harley-Davidson’s traditional lineup, the company set aside $2 million in incentives to encourage dealer opt-ins to sell the model. Adding to these initial concerns, the number of units allocated to dealers would initially be much lower than other models due to limited initial production volumes and only 25% of the dealer network would sell the motorcycle in year one. Also, LiveWire was first announced 10 years before it actually launched. During that gap, dealers received very little information, which caused many to question whether the product would ever make it to market. As customer inquiries came in, that uncertainty often resulted in dealers sharing inaccurate or inconsistent information.
the finished product
To equip dealers with the knowledge, resources and confidence needed for a successful launch, we developed a special EV launch toolkit that was debuted at Harley’s annual dealer meeting. The kit included an electrification guide, executive presentations, and video content that reinforced leadership’s commitment to the LiveWire platform. We also provided dealers with practical resources to help them plan and execute required infrastructure investments. To maintain momentum over the two-year launch process, we developed a monthly e-newsletter featuring product updates, answers to frequently asked questions, EV readiness checklists and ongoing dealer support. The initiative culminated in a nationwide LiveWire dealer tour, giving dealers the opportunity to experience the motorcycle firsthand, engage with product specialists, and gain a deeper understanding of key features.
the results
By engaging dealers early and making them the architects of the LiveWire launch, we helped Harley exceed its dealer opt-in goal by 150% without tapping into the $2 million dealer incentive fund that had been set aside for the launch. The nationwide dealer tour was held in eight cities across the U.S. and further strengthened engagement, education, and alignment, reaching more than 400 dealer representatives. Post-launch statistics demonstrated the effectiveness of our approach:
Exceeded dealer opt-in goal by 150% without tapping into the $2 million dealer incentive fund.
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26% increase in dealer confidence in marketing LiveWire to customers
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22% increase in knowledge of the EV customer
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20% increase in ability to explain LiveWire product specifications
the strategy
Our approach was built on a simple premise: dealers would need to be the architects of this launch in order to gain their true buy-in. We started by conducting a comprehensive assessment to understand what support dealers needed to ensure a successful launch, how likely they were to opt in to selling LiveWire, and their familiarity and knowledge of electric vehicles. We leveraged those insights to create the LiveWire launch, training, and messaging strategy.
